Kotaku
You know what's great? Cross promotion! It's something we don't dedicate enough blog time to. That's why I was thrilled to learn about Columbia Records recording artist Wyclef Jean teaming with Sony Computer Entertainment America and Electronic Arts for his latest video, "Fast Car." Not only does it feature a fantastic toe tapper of a number by the multi-platinum musician, but the video, directed and conceived by Wyclef—Clef, as I and Columbia Records Mark DiDia call him—but PlayStation 3 and PSP product placement.
The video is packed with footage from Burnout Paradise, which my man Clef says "helps us get the attention of youngsters." See, he thinks "Fast Car' is like life - the pace of life is moving so fast, where you can burn yourselves out at times." Burn. Out. Did you just have your mind blown too at how expertly this all fits together?
If you haven't yet, maybe you will when the high-def video is added to the PlayStation Store! Units will be shifted, my friends. Shifted like a "fast car" going from first to second as it burns up the charts! Or some metaphor that makes sense!
PLAYSTATION®3, PSP®(PLAYSTATION®PORTABLE), AND EA'S BURNOUT PARADISE STAR IN WYCLEF JEAN'S NEW MUSIC VIDEO, "FAST CAR"Live Action and In-Game Footage from Burnout Paradise Provide Unique Visual Canvas for New Video, Which Will Be Available on PLAYSTATION®Network
FOSTER CITY, Calif., March 25, 2008 - Sony Computer Entertainment America (SCEA) today announced that PLAYSTATION®3 (PS3™) and PSP®(PlayStation®Portable) systems along with the blockbuster hit game title, Burnout™ Paradise, from Criterion Games, an Electronic Arts (NASDAQ: ERTS) studio, have been integrated into "Fast Car," the new music video from Grammy-winning Sony BMG artist Wyclef Jean. In this unique integration, Jean and the video's other characters utilize the PlayStation platforms to drive the video's storyline, as they interact in a surreal world brought to life with footage from Burnout Paradise. The video will be available for download on PLAYSTATION®Store beginning on March 27 for a limited time.
"As an artist, Wyclef Jean is a great match for the PlayStation brand, and SCEA is excited about working with him on this music video because it showcases our platforms in an organic way that's relevant to our audience," said Peter Dille, senior vice president, marketing and PLAYSTATION®Network, SCEA. "We're also looking forward to giving our PLAYSTATION Network members the opportunity to download the video in high-definition, which expands the entertainment content offering on PLAYSTATION Store."
"EA has always been a pioneer in integrating our videogames into other forms of media," stated Steve Schnur, worldwide executive of music for Electronic Arts. "Sony BMG has been a terrific partner in that process, and Wyclef Jean has always been an artist who is truly excited about videogames. The result is a very cool, creative collaboration that has produced a groundbreaking music video."
"To see Clef's idea come to life in this innovative marriage of technology and music is a real treat," said Mark DiDia of Columbia Records.
"Fast Car," which features Paul Simon as a guest vocalist, is the second single from Jean's latest hit album, "Carnival Vol. II: Memoirs of an Immigrant." The "Fast Car" video picks up where Jean left off in the video for the chart-topping "Sweetest Girl." The story starts with the multi-platinum artist receiving a message on his PSP system, pointing him to his next mission. From there, Jean accesses his PS3 system to enter the open world racing of Burnout Paradise, which serves as the video's visual backdrop. Burnout Paradise is built to provide the ultimate in freedom and discovery online and offline, where players are able to create their own personal driving experience. PLAYSTATION®Eye also makes a cameo appearance in the video.
"When you're on tour, you have plenty of time, and every artist I know spends time on a tour bus with two things: PlayStation® and the recording studio," Jean said. "The PlayStation brand and Burnout Paradise fit perfectly with my vision for the 'Fast Car' music video. 'Fast Car' is like life - the pace of life is moving so fast, where you can burn yourselves out at times. The concept was about taking a song with such meaning and combining it with technology, but still keeping the essence of what we're talking about and getting kids to listen to that message. A game like Burnout Paradise helps us get the attention of youngsters."
Wyclef Jean directed and wrote the concept for the "Fast Car" video with collaboration from Leopoldo Gout of Curious Films.
For a limited time beginning on March 27, PS3 owners will be able to download the video in high-definition from PLAYSTATION Store, and PSP owners will be able to download the video via a PC from http://store.playstation.com. In addition to offering the "Fast Car" video, PLAYSTATION Store will also have special behind-the-scenes videos featuring an interview with Jean available for PS3 owners to download.
Burnout Paradise is now available worldwide and has been rated E10+ by the ESRB and 3+ by PEGI. For more information about Burnout Paradise, please visit http://burnout.ea.com or the EA press website at http://info.ea.com.
For more information on Wyclef Jean and Columbia Records, visit www.wyclef.com
or www.columbiarecords.com.About Sony Computer Entertainment America Inc.
Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one® game consoles, the PlayStation®2 computer entertainment system, the PSP® (PlayStation®Portable) handheld entertainment system, and theground-breaking PLAYSTATION®3 (PS3™) computer entertainment system.
Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets, and distributes software for the PS one game console, the PlayStation 2 computer entertainment system, the PSP system and the PS3 system for the North American market. Based in Foster City, Calif., Sony Computer Entertainment America, Inc. serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Computer Entertainment Inc.
Comments
Thats My song... was actually listening as I was reading
Ahright Wyclef Jean! I don't have a clue what your saying but your alright with me!
lol @ Wyclef saying "The Playstation Brand". Gotta love PR-speak.
yes, forget about games like MGS4 and GTAIV... THIS is how you shift units ladies and gentlemen.
This just made me love my PS3/PSP even moar!
He better hope no other songs have catchup AI.
haha, my girlfriend worked on that video. They wouldn't let the dp take the ps3 when they were done.
Lol it does look like the person holding the frames is playing a PSP during the video.
Given consolidation in the games industry (big media brands buying developers and publishers) this sort of thing is only going to get more common. I already see a lot of personal electronic device product placement in music videos, no reason to think games are going to be exempt.
Wyclef's an excellent man.
"but Mr Wyclef, Burnout Paradise is also out for the xbox 3.."
"SHUT YOUR DAMN MOUTH BITCH"
Oh, I wish Wyclef would just go away. No one would be mad at him. He did some good things.
he also got a boner while singing with rihanna on stage. lulz.
i like wyclef. good people. good music, especially his first album.
I still think "The Score" by the Fugees is one of those timeless classic.
If I was president, I'd steal song titles from Tracy Chapman. :P
Nah, Wyclef is awesome. Too bad about that time Dylan choked him
@Billkwando: because i spit hot fire........
@excel_excel: Why are all your posts so excellent :(
To be honest: the official video sucked! Too much Burnout ingame footage. I watched this "Tribute" video before the official one and I find the Tribute-Video suits this song way better. Oh and btw. he got paid for this video, right? There is so much Sony and Burnout in it, that the had to get paid for letting them use this song :P
@Youlikeyams: Ah gee thanks mate! sorry for er..the sad smiley??
The PlayStation brand and Burnout Paradise brand and the Wyclef brand and the EA brand and the Sony brand all came together to make sweet synergy love!
I hope you're happy Mr. McWhertor this post has overloaded the sarcasm detector
Wyclef became kind of garabage after the Fugees. I don't know what happened, but all of his solo albums are just absolute gutter.
I don't know how these kinds of musicians actually exist or the consumers that buy into these so called musicians.
I want to see artists in America go head to head on a weekly basis LIVE like every other artists in most part of Asia.
Its atrocious that some artists in the U.S. would go over plat just dropping a CD and an appearance here and there. While overseas, a talented young girl who can belt it out like Aretha Franklin while playing the piano as if consumed by a heavenly soul can only push less then 100k units; while going head to head every week live with the new artists and 15+ years established veterans.
I guess thats the irony for a country with wtfpwnage power and you know...money.
@Fyren: Some people happen to think that Wyclef writes excellent songs, sings beautifully, raps with the best of them, plays guitar like a poor man's Hendrix, and conjures some of the best lyrics this side of John Lennon.
I'm not really sure what's worth complaining about.
@Fyren: those artists that go 'platinum' seemingly in minutes after one hit song also dissappear forever, just as fast. To break out and get noticed like that here in the states (can't speak for other markets) is next to impossible, and then hanging on to a career afterwards is just as hard. I totally agree with everything you said, I just want to make it clear that success ain't exactly easy here either.
at first I thought this was a Tracy Chapmen cover, would be a much better song if it was.
Jesus walks.... it was a fast car...
Doesn't get better than that. Bump bumpity bump.
Start a discussion:
Login with your username and password below. Or comment on this post via email.
Forgot your username or password? New User?